Music tourism - where fans travel to experience concerts, festivals and music-related landmarks - has emerged as one of the top global drivers of visitor economy growth.
Also called “gig tripping” the trend taps into the rising popularity of experience tourism, with travellers seeking immersive and cultural events, activities and experiences that enrich their trips.
Data from Skyscanner shows a third (32 per cent) of Australian travellers are happy to take short-haul trips to see their favourite artist live.
NSW is at the forefront of the gig-tripping trend, with Tourism Research Australia data showing the state the number one destination in Australia for event tourism visitors, nights and expenditure.
Collinson International's global research report, The Value of Sports and Music Tourism, found 82 per cent of sports and music fans have travelled to a new city or country to watch their favourite team or artist and of those, 28 per cent said they have returned to these new cities/countries – with a further 31 per cent planning to return.
When asked what cities travellers would visit for sports and music events, Sydney was the top destination (27 per cent), followed by London (25 per cent), Barcelona and Dubai (both 24 per cent) and Paris and New York (both 23 per cent).
Data from boutique travel management provider Stage and Screen also shows the live music boom is supercharging travel demand.
Taylor Swift's record-breaking Eras Tour in February 2024 has been credited with kickstarting the live music resurgence that is predicted to continue in 2025.
General Manager Adam Moon said: "Major concerts like Taylor Swift's Eras Tour are a catalyst for travel and a significant boost to the local economy of the host city. We've observed a surge in travel bookings surrounding these events. This influx fills hotels, restaurants and shops, providing a substantial economic uplift to local businesses."
Great Southern Nights ignites NSW's live music scene
Destination NSW is cranking up its focus on music tourism in 2025, with more headline artists and two new regions added to the Great Southern Nights line-up across NSW from 21 March to 6 April.
Alison Wonderland, Budjerah, Mallrat, The Screaming Jets, Thirsty Merc, Marcia Hines, The Paper Kites and more have been added to a line-up that already features Missy Higgins, Ben Lee, Bootleg Rascals, Charley, King Stingray, The Cat Empire, Hoodoo Gurus, Lime Cordiale and Birds of Tokyo.
Great Southern Nights will bring vibrancy to five key entertainment precincts, including Inner and Western Sydney, Newcastle, Wollongong and the Central Coast, as well as numerous regional locations with the Hunter Valley and Bathurst joining Byron Bay, Broken Hill, Orange, Tamworth and Tilba, cementing NSW as Australia’s premier destination for vibrant cultural experiences.

Minister for the Arts, Minister for Music and the Night-time Economy, and Minister for Jobs and Tourism John Graham said: "This Great Southern Nights line-up keeps on getting better and better. This is part of the government’s push to bring back live music across NSW.
"Music fans, venues and artists have been doing it tough during the cost-of-living crisis. Great Southern Nights is about firing up the live music scene - getting bands back on stage, filling up venues and bringing communities together for great nights out."
Great Southern Nights is delivered by Destination NSW in partnership with the Australian Recording Industry Association (ARIA).
Learn more here.